Braun/Allison: Our Story

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How we turn real estate development prospects into BELIEVERS!

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Braun/Allison: Our Story

  1. 1. WE ARE MARKETING CAMPAIGN BUILDERS We use marketing journalism to sell the truth and turn real estate prospects into believers.
  2. 2. WHO WE ARE Braun/Allison specializes in marketing campaigns for residential and resort real estate developers We have been in this vertical since 2005; collectively, much longer We have worked on residential, resort, and community projects all over the world
  3. 3. WHAT WE BUILD
  4. 4. PROJECT LOGOS
  5. 5. BROCHURES
  6. 6. SALES CENTRES
  7. 7. HOARDING + SIGNAGE
  8. 8. PRINT ADVERTISING
  9. 9. WEBSITES
  10. 10. BLOGS
  11. 11. TWITTER FEEDS
  12. 12. MOBILE CAMPAIGNS
  13. 13. FACEBOOK ADS
  14. 14. OUR TEAM
  15. 15. OUR TEAM We are designers, copywriters, journalists, online specialists, social media strategists, project managers We work with Sales and Marketing companies or internal departments In the old days, we would have been called the “creative company”, but today we are much more
  16. 16. OUR TEAM Today, we offer high level strategic consulting based on years of global experience We build marketing campaigns, and all the tools they require
  17. 17. OUR PHILOSOPHY
  18. 18. OUR PHILOSOPHY e real estate consumer has changed – forever e recession was a wake-up call for us all Society has changed from an era of mindless consumption to one of mindful consumption
  19. 19. OUR PHILOSOPHY Consumers are much more careful, and demand transparency and plentiful information No one buys a home based on catchy headlines and pretty pictures anymore
  20. 20. OUR PHILOSOPHY e marketing function in real estate must work much harder now Credible, fact-based information campaigns are required to get prospects to engage
  21. 21. OUR PHILOSOPHY Accordingly, we call our philosophy Marketing Journalism
  22. 22. OUR PHILOSOPHY We refer to ourselves as a Marketing Newsroom
  23. 23. OUR PHILOSOPHY We unearth, cra, and tell stories about a real estate project e stories we tell are carefully honed to turn prospects into believers
  24. 24. OUR PHILOSOPHY David Allison wrote a book about our philosophy, Sell e Truth. It is available for free download on our website at www.braunallison.com
  25. 25. OUR METHODOLOGY
  26. 26. OUR METHODOLOGY Everyone who buys real estate does most of their research online us, websites must be packed with information, and updated oen
  27. 27. OUR METHODOLOGY e website is the central hub of the entire campaign All other tools should be reworked to drive traffic to the website
  28. 28. OUR METHODOLOGY Print ads, signage, social media, direct mail, brochures – all should be rethought to reflect their new roles We refer to our methodology as Building Believers
  29. 29. OUR TOOLS
  30. 30. OUR TOOLS THE CREATIVE DIRECTION SESSION An exploratory meeting that includes everyone involved in a project: Developers, architects, PR, interior designers, sales managers, etc. e Session is a series of discovery exercises that creates three deliverables:
  31. 31. OUR TOOLS THE CREATIVE DIRECTION SESSION CDS DELIVERABLES: 1. A thorough understanding of target audience – both quantitative (demos) and qualitative (thoughts, feelings, desires, behaviours) 2. A comprehensive list of stories to be used in the campaign, rank ordered 3. A precise explanation of the brand personality that will deliver these key messages to the defined audience most effectively
  32. 32. OUR TOOLS THE CREATIVE CAPSULE Two colour option Black and White option Reverse option 1. 1.888.335.9580 The end of the road is Just t he Beginning. 1.888.335.9580 2. Full Colour Logo I t’s N a p a . I t ’ s C o m o . I t’s T u s c a n y . I t ’ s P r o v e n c e . 3. Typography Fontin 1.888.335.9580 The brand vocabulary of Kettle Ridge is comprised of the following elements: Mrs. Eaves Small Caps ABCDE FGHIJK LMNO PQRST UVWX 1. Word mark YZ&12 345678 90 2. “Sky- Earth” icon 3. Colour Palette It’s the place down the road that Few Venture Far Enough to See. DEMOGRAPHIC Kettle Ridge 4-5 weeks later, we present the Creative Capsule MANNER TONE & I t’s N a p a . I t’s C o m o . I t’s Tuscany . I t’s P r o vence . Option 3 Option 2 Option 1 People are Her e Because The y Want to be. The end of the road is Just t he Beginning. It’s the place down the road that Few Venture Far Enough to See.
  33. 33. OUR TOOLS THE CREATIVE CAPSULE Two colour option Black and White option Reverse option 1. 1.888.335.9580 The end of the road is Just t he Beginning. 1.888.335.9580 2. Full Colour Logo I t’s N a p a . I t ’ s C o m o . I t’s T u s c a n y . I t ’ s P r o v e n c e . 3. Typography Fontin 1.888.335.9580 The brand vocabulary of Kettle Ridge is comprised of the following elements: Mrs. Eaves Small Caps ABCDE FGHIJK LMNO PQRST UVWX 1. Word mark YZ&12 345678 90 2. “Sky- Earth” icon 3. Colour Palette It’s the place down the road that Few Venture Far Enough to See. DEMOGRAPHIC A conceptual overview of all the communication tools Kettle Ridge that need to be created for the campaign MANNER TONE & I t’s N a p a . I t’s C o m o . I t’s Tuscany . I t’s P r o vence . Option 3 Option 2 Option 1 People are Her e Because The y Want to be. The end of the road is Just t he Beginning. It’s the place down the road that Few Venture Far Enough to See.
  34. 34. OUR TOOLS THE CREATIVE CAPSULE Two colour option Black and White option Reverse option 1. 1.888.335.9580 The end of the road is Just t he Beginning. 1.888.335.9580 2. Full Colour Logo I t’s N a p a . I t ’ s C o m o . I t’s T u s c a n y . I t ’ s P r o v e n c e . 3. Typography Fontin 1.888.335.9580 The brand vocabulary of Kettle Ridge is comprised of the following elements: Mrs. Eaves Small Caps ABCDE FGHIJK LMNO PQRST UVWX 1. Word mark YZ&12 345678 90 2. “Sky- Earth” icon 3. Colour Palette It’s the place down the road that Few Venture Far Enough to See. DEMOGRAPHIC Logos, websites, signage, brochures, sales centres, etc. – Kettle Ridge everything mapped out in concept form MANNER TONE & I t’s N a p a . I t’s C o m o . I t’s Tuscany . I t’s P r o vence . Option 3 Option 2 Option 1 People are Her e Because The y Want to be. The end of the road is Just t he Beginning. It’s the place down the road that Few Venture Far Enough to See.
  35. 35. OUR TOOLS THE CREATIVE CAPSULE Two colour option Black and White option Reverse option 1. 1.888.335.9580 The end of the road is Just t he Beginning. 1.888.335.9580 2. Full Colour Logo I t’s N a p a . I t ’ s C o m o . I t’s T u s c a n y . I t ’ s P r o v e n c e . 3. Typography Fontin 1.888.335.9580 The brand vocabulary of Kettle Ridge is comprised of the following elements: Mrs. Eaves Small Caps ABCDE FGHIJK LMNO PQRST UVWX 1. Word mark YZ&12 345678 90 2. “Sky- Earth” icon 3. Colour Palette It’s the place down the road that Few Venture Far Enough to See. DEMOGRAPHIC Prevents story/brand erosion, minimizes revisions, and Kettle Ridge makes for faster implementation MANNER TONE & I t’s N a p a . I t’s C o m o . I t’s Tuscany . I t’s P r o vence . Option 3 Option 2 Option 1 People are Her e Because The y Want to be. The end of the road is Just t he Beginning. It’s the place down the road that Few Venture Far Enough to See.
  36. 36. OUR TOOLS THE BLENDED MEDIA STORY MATRIX Maps out the all the stories that will be told, and when
  37. 37. OUR TOOLS THE BLENDED MEDIA STORY MATRIX It lines up communications with sales milestones
  38. 38. OUR TOOLS THE BLENDED MEDIA STORY MATRIX It also conserves the most compelling stories for the most important moments in the campaign
  39. 39. OUR TOOLS THE BLENDED MEDIA STORY MATRIX It controls the flow of messaging, and keeps the campaign clear, focused, and strategic
  40. 40. OUR TOOLS THE BLENDED MEDIA STORY MATRIX
  41. 41. THE BUILDING BELIEVERS PROCESS
  42. 42. BUILDING BELIEVERS Step 1 1 1
  43. 43. BUILDING BELIEVERS Step 1 Gather all the necessary information, working like journalists 1 Build consensus among all team players Culminates with the Creative Capsule which is 1 the conceptual direction for the entire campaign
  44. 44. BUILDING BELIEVERS 2 Step 2
  45. 45. BUILDING BELIEVERS Step 2 Cast a wide net Use traditional and new media 2 PR, online marketing, ad 2 campaigns, contests, etc. All drive traffic to website We act as the marketing newsroom, and control all these stories
  46. 46. BUILDING BELIEVERS 3 Step 3
  47. 47. BUILDING BELIEVERS Step 3 3 Full integration of marketing and sales Our key stories are part of the 3 whole process Adjust stories as necessary We are not done until your project is a success
  48. 48. OUR STRUCTURE
  49. 49. OUR STRUCTURE
  50. 50. OUR EXPERIENCE
  51. 51. OUR EXPERIENCE We have worked on residential and resort projects around the world, and close to home
  52. 52. OUR EXPERIENCE Mongolia
  53. 53. OUR EXPERIENCE Costa Rica
  54. 54. OUR EXPERIENCE Grenada
  55. 55. OUR EXPERIENCE Phoenix
  56. 56. OUR EXPERIENCE Atlanta
  57. 57. OUR EXPERIENCE Victoria
  58. 58. OUR EXPERIENCE North Vancouver
  59. 59. OUR EXPERIENCE Ucluelet
  60. 60. OUR EXPERIENCE Kelowna
  61. 61. OUR EXPERIENCE Naramata
  62. 62. OUR EXPERIENCE Tofino
  63. 63. OUR EXPERIENCE Bromont
  64. 64. OUR EXPERIENCE No matter where in the world we are working, the same principles apply rough marketing journalism, we provide meaningful, compelling truths When you sell the truth, you turn prospects into believers
  65. 65. OUR EXPERIENCE And believers become buyers
  66. 66. OUR COMMUNITY INVOLVEMENT
  67. 67. OUR COMMUNITY INVOLVEMENT bene

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